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Perceived authenticity of online-only brands (OOBs): a quali-quantitative study with online consumers

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Perceived authenticity of online-only brands (OOBs): a quali-quantitative study with online consumers. / Sit, Jason; Pino, Giovanni; Pichierri, Marco.

In: International Journal of Retail and Distribution Management, 29.04.2021.

Research output: Contribution to journalArticlepeer-review

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Sit J, Pino G, Pichierri M. Perceived authenticity of online-only brands (OOBs): a quali-quantitative study with online consumers. International Journal of Retail and Distribution Management. 2021 Apr 29. https://doi.org/10.1108/IJRDM-10-2020-0412

Author

Sit, Jason ; Pino, Giovanni ; Pichierri, Marco. / Perceived authenticity of online-only brands (OOBs): a quali-quantitative study with online consumers. In: International Journal of Retail and Distribution Management. 2021.

Bibtex

@article{69bcfee88a514e87884a25c1b561d8c6,
title = "Perceived authenticity of online-only brands (OOBs): a quali-quantitative study with online consumers",
abstract = "Purpose – The present study examines the dimensions that are meaningful to define the perceived authenticity of OOBs (i.e. retail brands that trade exclusively online) from a consumer{\textquoteright}s perspective. Past frameworks of perceived authenticity exist in the branding literature but consistently focus on contexts beyond e-commerce settings like OOBs. Design/methodology/approach – We employed a mixed-method research design, consisting of quasi-qualitative and quantitative studies with online customers, to establish the dimensions meaningful for the perceived authenticity of OOBs. Our work has theory testing and building components. Findings – We identify five dimensions that are meaningful to define consumers{\textquoteright} perceived authenticity of OOBs. They are {\textquoteleft}honesty{\textquoteright}, {\textquoteleft}connection{\textquoteright}, {\textquoteleft}continuity{\textquoteright}, {\textquoteleft}craftsmanship{\textquoteright} and {\textquoteleft}accessibility{\textquoteright}. Representing by multiple factors, {\textquoteleft}craftsmanship{\textquoteright} serves as the most meaningful dimension followed by {\textquoteleft}accessibility{\textquoteright}. Often being considered incompatible with perceived authenticity, we find accessibility particularly relevant to the context of OOBs. It describes the {\textquoteleft}convenient{\textquoteright} and {\textquoteleft}affordable{\textquoteright} aspects of OOBs, which typically serve as unique selling propositions. Originality/value - Our work confirms the utility of established dimensions to define consumers{\textquoteright} perceived authenticity of OOBs. This highlights that consumers hold some consistent authenticity image between non-online and online brands. Our work also reveals the accessibility dimension being neglected by the branding literature, suggesting a more up-to-date perspective is needed when studying consumers{\textquoteright} perceived authenticity of OOBs. ",
keywords = "Authenticity, Online branding, E-Commerce, Accessibility, Online shopping",
author = "Jason Sit and Giovanni Pino and Marco Pichierri",
year = "2021",
month = apr,
day = "29",
doi = "10.1108/IJRDM-10-2020-0412",
language = "English",
journal = "International Journal of Retail and Distribution Management",
issn = "0959-0552",
publisher = "Emerald Group Publishing Ltd.",

}

RIS

TY - JOUR

T1 - Perceived authenticity of online-only brands (OOBs): a quali-quantitative study with online consumers

AU - Sit, Jason

AU - Pino, Giovanni

AU - Pichierri, Marco

PY - 2021/4/29

Y1 - 2021/4/29

N2 - Purpose – The present study examines the dimensions that are meaningful to define the perceived authenticity of OOBs (i.e. retail brands that trade exclusively online) from a consumer’s perspective. Past frameworks of perceived authenticity exist in the branding literature but consistently focus on contexts beyond e-commerce settings like OOBs. Design/methodology/approach – We employed a mixed-method research design, consisting of quasi-qualitative and quantitative studies with online customers, to establish the dimensions meaningful for the perceived authenticity of OOBs. Our work has theory testing and building components. Findings – We identify five dimensions that are meaningful to define consumers’ perceived authenticity of OOBs. They are ‘honesty’, ‘connection’, ‘continuity’, ‘craftsmanship’ and ‘accessibility’. Representing by multiple factors, ‘craftsmanship’ serves as the most meaningful dimension followed by ‘accessibility’. Often being considered incompatible with perceived authenticity, we find accessibility particularly relevant to the context of OOBs. It describes the ‘convenient’ and ‘affordable’ aspects of OOBs, which typically serve as unique selling propositions. Originality/value - Our work confirms the utility of established dimensions to define consumers’ perceived authenticity of OOBs. This highlights that consumers hold some consistent authenticity image between non-online and online brands. Our work also reveals the accessibility dimension being neglected by the branding literature, suggesting a more up-to-date perspective is needed when studying consumers’ perceived authenticity of OOBs.

AB - Purpose – The present study examines the dimensions that are meaningful to define the perceived authenticity of OOBs (i.e. retail brands that trade exclusively online) from a consumer’s perspective. Past frameworks of perceived authenticity exist in the branding literature but consistently focus on contexts beyond e-commerce settings like OOBs. Design/methodology/approach – We employed a mixed-method research design, consisting of quasi-qualitative and quantitative studies with online customers, to establish the dimensions meaningful for the perceived authenticity of OOBs. Our work has theory testing and building components. Findings – We identify five dimensions that are meaningful to define consumers’ perceived authenticity of OOBs. They are ‘honesty’, ‘connection’, ‘continuity’, ‘craftsmanship’ and ‘accessibility’. Representing by multiple factors, ‘craftsmanship’ serves as the most meaningful dimension followed by ‘accessibility’. Often being considered incompatible with perceived authenticity, we find accessibility particularly relevant to the context of OOBs. It describes the ‘convenient’ and ‘affordable’ aspects of OOBs, which typically serve as unique selling propositions. Originality/value - Our work confirms the utility of established dimensions to define consumers’ perceived authenticity of OOBs. This highlights that consumers hold some consistent authenticity image between non-online and online brands. Our work also reveals the accessibility dimension being neglected by the branding literature, suggesting a more up-to-date perspective is needed when studying consumers’ perceived authenticity of OOBs.

KW - Authenticity

KW - Online branding

KW - E-Commerce

KW - Accessibility

KW - Online shopping

UR - https://doi.org/10.1108/IJRDM-10-2020-0412

U2 - 10.1108/IJRDM-10-2020-0412

DO - 10.1108/IJRDM-10-2020-0412

M3 - Article

JO - International Journal of Retail and Distribution Management

JF - International Journal of Retail and Distribution Management

SN - 0959-0552

ER -

ID: 26995928